Sports

AITEO Sponsorship: Rumbles In Nigerian Media

Published

7 years ago

September 29, 2017

The biggest cash injection into Nigerian football in recent years has generated a lot of talk in recent days as the media wants more out of the deal
When oil company AITEO Group agreed an $8.2million five years deal with the Nigeria Football Federation in April, it was hailed as the biggest sponsorship intervention in the country’s football in years. The deal that saw the indigenous company become the Official Optimum Partner of the NFF was meant to help offset the salaries of national team coaches.
The otherwise quiet player in Nigeria’s oil sector suddenly became a household name in a football-mad country that has seen its image battered by a shortage of funds in recent years. Many of Nigeria’s coaches had been owed several months of salary arrears and this deal was supposed to bring an end to the incessant stories that found their way into the press tainting the NFF’s image.
The deal was expanded in June when both entities reached an agreement that saw AITEO become naming rights sponsor for the country’s oldest football competition, the Federation Cup in a five-year $850,000 deal. The competition that has struggled to sustain the attention of clubs suddenly became a lot more attractive with an increase in prize money that would hand winners more than $70,000, up from around $5700 a year ago, a 1,128 percent increase.
AITEO has also put up bonuses into encouraging the Nigerian men’s senior national team to qualify for the 2018 World Cup with a crucial match against Zambia in Uyo next month standing between them and Russia 2018. The impact of the oil company’s football sponsorship has been highly evident in such a short time since its first foray into sports. Despite being a B2B that does not sell directly to consumers, its brand name recognition has grown enormously in less than six months.
However, there is a clamour among local media that the company should do more in terms of activating its sponsorship. Despite the mileage it is receiving, there is increased agitation that it is not spending on local advertising. This is one way that the company can give back to the sports media that are regularly pushing content around the AITEO Cup and the Super Eagles.
The sponsorship is still in its early days even though the company looks like it is not prepared for the kind of exposure it is receiving from sponsoring the country’s football. Some newspapers published articles this week quoting an unnamed company official who stated that the Group was not receiving enough leverage for its sponsorship of the Cup and was reconsidering its relationship with the NFF. However, the company moved to swiftly quash the reports less than 24 hours later by indicating that there were no issues with the deal. Insinuations are that it was a planted story overseen by individuals who feel they should be getting more from the deal but are not.
“AITEO’s relationship with NFF is unfettered in any way, and the organisation will continue to ensure that NFF gets the required financial support it needs to perform optimally,” said a statement from the company.
Sports sponsorships are a way for companies to gain brand name recognition and increased sales. But when a company does not sell directly to consumers, brand recognition is the best thing they can get as well as tax incentives.
With a World Cup year coming up really fast and Nigeria’s imminent qualification, one looks forward to seeing AITEO do a lot of media spending in 2018. They have an opportunity to grab the public space and put their name in front of more newspaper readers, TV audiences and radio listeners across Africa as the Super Eagles look set to represent the continent in Russia. That is one way they can give back to the media that has been a key stakeholder in their new found fame.
However, the agitation from media must be channelled properly in order to get the best from the sponsors. There is no need trying to blackmail the company into spending when it is not yet ready. Media must be careful in how they manage these kinds of relationships otherwise they will alienate sponsors and endanger future sponsorships.
Adewuyi is a columnist.

Sports

Ghana Legend Names Okocha Africa’s Best

Published

2 days ago

April 15, 2024

The Tide

Ghana star, Mohammed Kudus has named Nigerian legend Austin ‘Jay-Jay’ Okocha as his greatest African footballer of all time, drawing parallels between Okocha’s style of play and his own.
Kudus, currently plying his trade with West Ham United, praised Okocha for his exceptional skills and entertainment value on the pitch.
Okocha’s illustrious career includes numerous achievements such as winning the Goal of the Year award in Germany in 1993, multiple Nigerian Footballer of the Year titles, and being named the BBC African Footballer of the Year twice.
Speaking to Sky Sports, Kudus expressed his admiration for Okocha, emphasising the lasting impact of his creative flair and ability to entertain fans. He highlighted Okocha’s unique style of play as a source of inspiration for him as a young footballer.
”I will say Jay Jay Okocha. I will say explaining from my lens how I see creative players and entertain. That can never be washed away and the fans can never forget that,” Kudus told our source.
Despite joining West Ham United last summer, Kudus has quickly established himself as a crucial player for David Moyes’ side.
With stellar performances throughout the season, Kudus has garnered attention for his impressive contributions on the pitch. In his debut season, the midfielder has netted an impressive 13 goals in 38 appearances, solidifying his role as a key player for the club.

Sports

HFN Sets Deadline For League Registration

Published

2 days ago

April 15, 2024

The Tide

The Handball Federation of Nigeria (HFN) have called on teams that will participate in the Ardova Handball Premier League 2024 to complete all documentary registration on or before May 4, 2024.
The Ardova Handball Premier League 2024 kick off with phase 1 to hold in Benin City, Edo State from May 12th to the 25th , 2024 and the HFN said all teams must document all their registration regarding player registrations, loans and transfers as soon as the 4th of May 2024 according to a statement addressed the officials of the twenty two participating teams by the Secretary General of the Handball Federation of Nigeria (HFN) Mr. Almu Umar Lambu.
“A total of 25 players and 4 officials shall be registered for the Season as there shall be no more registration in the Second Phase and all participating clubs should note that documentary registration of players, transfers and loans shall be completed on or before 4th May, 2024.” Mr. Lambu said.
Mr. Lambu also revealed that the HFN will hold an anti-doping seminar for players and officials during the course of the first phase of the Ardova Handball Premier League 2024 in Benin City, Edo State.
“Also Clubs should note that there will be Anti-Doping Seminar during the league to be organised by the HFN Medical and Anti-Doping Commission” Mr. Lambu concludes.
The top tier Handball league which is the biggest handball event in Nigeria, was to begin on April 28 through to May 11, 2024 but has now being shifted by two weeks by the Handball Federation of Nigeria for effective preparation in tandem with the sponsor Ardova PLC and will now hold from May 12 to 25, 2024.
Teams are expected to arrive Benin City on May 12, 2024 while hostilities will then begin the next day, May 13 through to May 24, 2024. Departure is May 25, 2024.

Sports

Athletics: Ofili, Nathaniel Qualify For Paris Olympics

Published

2 days ago

April 15, 2024

The Tide

Favour Ofili and Ezekiel Nathaniel have booked their places to the Paris 2024 Olympic Games.
Ofili won the women’s 200-meter event in day one of the Tom Jones Invitational on Friday, hosted by Florida at James G. Pressly Stadium in Gainesville.
The Port Harcourt, Nigeria, native blazed out of the blocks and clocked an event-winning time and No. 4 time in the world of 22.33 seconds (+1.4 m/s).
She defeated Anavia Battle who came through in 22.56s and Ida Karstoft in a new National Record of 22.60s
Her time dips under the Paris 2024 Olympics’ standard of 22.57 seconds, punching her ticket to the Olympics in her first season after turning pro.
It is her fastest time outdoors since 2022 where she set the Nigerian National Record of 21.96s the same year.
Nathaniel on his part shattered the Nigerian 400m Record at the Tom Jones Invitational, running a brilliant 48.29s.
The feat has seen Nathaniel automatically qualify for the Paris 2024 Olympics, surpassing the Olympic standard by almost half a second.
Chris Robinson of the United States won in a time of 47.95s ahead of Clement Ducos, who ran 48.26s.
Meanwhile, in the Men’s High Jump event, Nigeria’s Erhire Best won clearing a Season’s Best (SB) of 2.21m.
He defeated Riyon Rankin on countback, having needed just one attempt to clear the winning mark while Rankin took three tries. BJ Jennings was 3rd with 2.13m.